Mackay Isaac Tourism named finalist in prestigious Mumbrella Travel Marketing Awards
Mackay Isaac Tourism's Free Spirit Road Trips campaign has been recognised on the national stage, announced as a finalist in the annual Mumbrella Travel Marketing Awards in the category of Travel Brand of the Year – Destination.
The nomination recognises the success of Free Spirit Road Trips, a destination brand developed through a collaborative partnership between Mackay Isaac Tourism, Fred&Co Advertising, Destination Store, Leonards Advertising Media and Mark Fitz Photography, which smashed industry benchmarks and delivered significant economic impact to the region.
The Travel Brand of the Year (Destination) category celebrates Australia's leading destination brands that have demonstrated excellence in marketing, brand development and visitor engagement over the past year.
Being named a finalist places Mackay Isaac Tourism alongside some of Australia's most recognised state and national tourism brands, reinforcing the growing profile of the Mackay Isaac Region on the national tourism stage.
Mackay Isaac Tourism CEO, Jeff Stewart-Harris, said the recognition was a testament to the power of collaboration and a bold destination brand that encourages visitors to discover the region differently.
“Around the world, one of the fastest-growing tourism segments is solo travellers, and when we asked why they travelled, the answer was consistent: freedom. Not a destination, but a feeling," Mr Stewart-Harris said.
"That insight unlocked something bigger, a desire to feel free-spirited and authentically themselves, shared by road trippers, business-leisure travellers and younger explorers alike.
“Rather than target demographics in this campaign, we targeted a motivation, inspiring travellers to slow down, explore beyond the obvious, and experience the freedom our region offers, from pristine Great Barrier Reef islands to ancient rainforests, convenient outback adventures, and genuine local hospitality.
"To be recognised as a finalist alongside some of Australia's largest destination brands is an incredible achievement, highlighting what can be achieved when industry and destination marketing organisations work together to elevate regional tourism.
“This recognition belongs to everyone who has helped bring the brand to life, from our strategic, creative and media partners to local operators, businesses and communities who create exceptional visitor experiences every single day.”
Since its launch, the Free Spirit Road Trips has positioned the Mackay Isaac Region as one of Australia's premier self-drive destinations, showcasing diverse landscapes, authentic experiences and unforgettable road trip adventures.
The campaign delivered exceptional engagement, conversion and media efficiency across every stage of the visitor journey. Its success proves that targeting a mindset, not a demographic, can unlock stronger engagement, greater visitation and significant destination economic impact.
"We're incredibly proud of what Free Spirit Road Trips has achieved so far, and this recognition gives us great confidence to continue inspiring more travellers to discover the Mackay Isaac Region in a way that's authentic, memorable and uniquely free-spirited."
The Mumbrella Travel Marketing Awards winners will be announced at the awards ceremony on 27 August 2026 in Sydney.
ENDS
Campaign partners:
- Mackay Isaac Tourism
- Fred&Co Advertising
- Destination Store
- Leonards Advertising Media
- Mark Fitz Photography
The Mumbrella Travel Marketing Awards recognise outstanding work across Australia's travel and tourism industry. Find out more: https://mumbrella.com.au/travelawards